How to win the Super Bowl on the social media front in 2019?
Kavya Ravi January 31, 2018
Note – This post was first published in 2018, it has been most recently updated in January 2019.
It’s that time of the year again when millions of people throng in front of their television sets to watch the game that cannot be named. There’s no other event in America that attracts such an enormous audience. Not only are they glued to their TV screens, but they’re peeking at their smartphones to engage in social media chatter. In 2018, 48 million people joined in on the Super Bowl conversation on Twitter and Facebook. This kind of an audience is opportune for brands.
Marketers are now using social media to capitalize on the premier event of the year rather than shelling out millions for a 30 second Super Bowl ad. Digital media has made it easier and more importantly, cheaper for them to advertise during the Super Bowl.
Brands sneakily talking about the Super Bowl is no big secret. Twitter recently announced a separate award for non-sponsors that score great engagement on Twitter on their Super Bowl content. Like in the past, we decided to dig deeper around the pool of Big Game mentions on Facebook, Twitter, and Instagram in 2018 using Discover.
To understand how brands could leverage the Super Bowl while still flying under the radar of the NFL lawyers, we fired up Unmetric Discover. Searching through hundreds of thousands of Super Bowl-related branded content we came across some common trends. Let’s dive in:
Considering the fact that antacid sales see a spike after the game day, it need not be emphasized that the Super Bowl is pretty much all about the food. It is second only to Thanksgiving when it comes to food consumption and brands capitalize on it. Facebook and Instagram are the preferred platforms.
Facebook has killed engagement bait, but brands have for the longest time benefited from them. It’s one of the simplest ways to increase engagement with fans on social media. Large brands like Lidl US and Walmart have done it in the past.
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Twitter has been a traditional favorite for contests. This time, even the hospitality industry jumped onto the Twitter contests bandwagon with Marriott rewards offering their customer reward points.Esurance got two million people to tweet about their contest without even having an official ad spot. Smaller brands have also been successful in getting better outreach through contests.
With an ever-increasing amount of content being published during the Super Bowl season, brands channel their creative demons to produce a hotpot of marketing strategies. There’s no single formula for hitting it big with social media and it certainly requires some luck as well.
In 2014, beer brand Newcastle Ale decided it would make a Super Bowl ad that acknowledged that it couldn’t afford to advertise during the Super Bowl. It hired actress Anna Kendrick, who jokes in the video that she isn’t “beer-commercial hot.” Their integrated campaign included a microsite, trailers and behind-the-scene videos amounting to more than 10 million views.
A rap face-off between two internet legends, Peter Dinklage and Morgan Freeman, with a catchy take on ‘A Song of Fire and Ice’ seems to be a recipe for success and massive social engagement. Dinklage and Freeman represented two products of the same brand (Doritos and Mountain Dew respectively).
Amazon’s Super Bowl commercial where Alexa lost her voice had a star-studded cast filling in for her which took the internet by storm. Gordon Ramsay at his charming best yells at a customer who asks for a recipe while Cardi B is puzzled by the weird questions people have for Alexa. They even had a surprise cameo by their CEO, Jeff Bezos. This ad reached over 2 million Super Bowl viewers and gained massive engagement on social media.
Mucinex had over 4 million people view their video on Twitter. Referring to the day after Super Bowl Sunday as Super Sick Day, scored this brand some brownie points with their fans in the form of interactions and views leading to better brand visibility
The Super Bowl campaign by the brand is set in the medieval ages with the Bud Knight congratulating the Eagles of Philadelphia. The humorous tinge to the video with the medieval accent made #DillyDilly go viral with 1.1 Million Google searches of the same.
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